GlowZone

How do you go from making exit signs and gear for firefighters to also creating iPhone covers?

Welcome to the evolution of GlowZone, a small manufacturer from Brea with a knack for the technology of photoluminescence. You know, the glow-in-the-dark stuff.

What was once basically weird science creating novelties good for toys or as a laugh is now serious lifesaving business – with a bit of fun thrown in.

"We're trying to change how people think of it," GlowZone founder Joe Bloomfield, 48, says of the magic of substances that absorb light and then shine.

A decade ago, Bloomfield was a property manager on Lido Isle – great place for lunch breaks, he admits – when he stumbled upon a friend with some interesting glow-in-the-dark science. Bloomfield, a self-admitted tinkerer, soon was playing with a compound and trying to monetize the science.

The photoluminescence business got a huge boost – quite sadly – from the 9/11 terror attacks. Researchers found after the attacks that many of the survivors from New York's World Trade Center were greatly aided in their escape from the collapsing towers by photoluminescent safety products that lined stairwells and exits. Shortly thereafter, photoluminescent hallway striping, signage and the like got industry and municipal approval to be used as official building-safety devices.

Photoluminescence products have a distinct advantage over electric or battery-powered competition: There's no power or wiring needed; only an occasional dose of light is required for these devices to glow. And they can perform for decades.

Fires and other disasters have a nasty habit of messing with electronics – and electrical installation and maintenance can be pricey. In addition, photoluminescence can be a great benefit for first responders. Everything from glow-in-the-dark striping on their apparel to photoluminescence "power" inside handles on their gear makes seeing each other or equipment easier in tough situations.

"It's been proven out to work for years," Bloomfield says.

GlowZone wasn't the only company to discover this photoluminescence advantage, so there was plenty of competition. But the growing demand for safety-related products was enough to keep GlowZone humming, until the recession.

Real estate projects came to a halt, cutting sales to building operators. Government budget crunches slowed municipal buying and sales of safety gear to fire departments. Those were relatively tough times – and Bloomfield had to innovate.

"You take the risks when you have to," Bloomfield says.

With his revenue cut in half, Bloomfield added product options – trying photoluminescent technology in various products – some fun, some serious.

For starters, new photoluminescent colors – moving from traditional light green to blues to oranges to pinks – appeal to consumers. Glow-in-the-dark covers for cell phones, for example, did seem a bit frivolous. Really? Who hasn't been searching for a cellphone in a dark place or deep within a bag? So the glowing "MoonSkins" aren't just mere novelty.

Pool tiles with photoluminescent science create a light source without one of the hazards of swimming, the potentially ugly mix of electricity and water. That led to a promising niche within the marine business. Bloomfield just helped install a series of photoluminescent dock markers at a San Diego marina. The markers light walkways without any need for the costs of upfront wiring or the maintenance. And electronics typically do poorly near corrosive seawater.

GlowZone also sells its science to manufacturers. For entrepreneurs with ideas, GlowZone will take their plans and make their product. Others use the photoluminescent compound in their own molds. (For example, he says one company put GlowZone materials into TV remote controls.) Bloomfield says selling compounds now accounts for roughly 60 percent of total sales.

Bloomfield concedes business is an everyday struggle, but "we're surviving the game."

GlowZone's CEO did say he has nine employees, after letting go two workers after the economy tanked. Last year sales grew nicely, and Bloomfield says if he's lucky 2013 revenue will beat his previous 2008 high mark.

"When adversity happens, you make something good out of it," Bloomfield says. If you fall off the horse, you get right back up on it."

Tile that is etched and glows-in-the-dark from GlowZone. MICHAEL KITADA, FOR THE REGISTER
Bloomfield holds some of the glow-in-the-dark pellets that are used in the injection molded products at GlowZone in Brea. MICHAEL KITADA, FOR THE REGISTER
Joe Bloomfield is the president and CEO of GlowZone in Brea. MICHAEL KITADA, FOR THE REGISTER
Cell phone cases are made from glow-in-the-dark pellets that are molded and injected from Brea business GlowZone. MICHAEL KITADA, FOR THE REGISTER
Gear-shift cases now glow in the dark with these products from GlowZone in Brea. MICHAEL KITADA, FOR THE REGISTER
GlowZone's locks, keys and hitches for trucks all can be made to be easier to find in the dark. MICHAEL KITADA, FOR THE REGISTER
A fire extinguisher glows in the dark. The safety device is made by GlowZone of Brea. MICHAEL KITADA, FOR THE REGISTER
Various colored pellets are used in the injection molding products for GlowZone in Brea. MICHAEL KITADA, FOR THE REGISTER
Exit signs that are made to glow in the dark from GlowZone in Brea. MICHAEL KITADA, FOR THE REGISTER
Joe Bloomfield is president and CEO of GlowZone in Brea. The company makes glow-in-the-dark products for safety and home applications. He is seen here with a some of the products his company makes. MICHAEL KITADA, FOR THE REGISTER

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